Bath & Body Works reveals surprising trend: Gen Z customers flock to physical stores to smell products before purchasing, defying digital shopping expectations. The fragrance and body care retailer is doubling down on this insight with a comprehensive strategy that emphasizes the sensory advantages of in-person shopping.
A counterintuitive shift in Gen Z shopping behavior, with younger consumers increasingly favoring physical stores for sensory-rich experiences despite their digital-native upbringing. Gen Z's
In-Store Shopping Preferences 58.8% of Gen Z prefers in-store shopping to physically experience products before purchasing, driven by the desire to touch, feel, and test items like fragrances and beauty products.
44% visit brick-and-mortar stores for inspiration , surpassing other generations in blending digital research with tactile validation.
51% prioritize buying food/drink in physical stores compared to 57% who prefer online clothing purchases, reflecting category-specific preferences The Power of Sensory Retail Scent products represent a unique category in retail.
Unlike clothing, electronics, or even cosmetics, fragrance remains stubbornly resistant to digitization. No website can adequately convey the experience of sampling a new perfume or candle. Bath & Body Works has recognized this advantage and is leveraging it strategically…
